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Siemens launches its Xelibri mobile phones

Mother and Naked have created a campaign for the new Siemens mobile phone brand, Xelibri, which aims to position the mobile as a must-have fashion accessory.

The campaign is a multi-media, multi-market drive that seeks to bury the technology-oriented approach more commonly used by the sector. The creative itself presents an ironic take on the future; the idea is to subvert the fashionistas' world of slavishly following fads, and highlight the fact that a mobile phone can be fun, simple, useful and stylish.

The campaign will run in the UK, Germany, France, Italy, Spain, China and Singapore.

The first element breaks next Monday with a single insertion in i-D magazine.

This will be complemented by a teaser campaign using window displays in retailers in a number of European capital cities, including Selfridges in London and Colette in Paris.

The main broadcast campaign kicks off in May with 90-second cinema, 60-second and 30-second TV films, and press ads in titles such as Vogue and Elle. Media planning is through Naked. Buying is through OMD.

The Traktor-directed broadcast executions are set in a world where everyone looks the same - satirising the slavish following of fashion.

The ad shows a man walking down the street with a dog. The man stops, his dog turns into a beatbox and the man begins to dance. But pandemonium breaks out with people screaming and running everywhere.

The man suddenly becomes a "dance criminal" and has to run away. A huge manhunt to capture him ensues, but everyone looks the same. In the end, the mob thinks it has caught him - but he turns out to be the wrong suspect.

Meanwhile, the real "criminal" escapes to a mythical dreamworld, where everyone dances and has fun.

The press work's premise is that the Xelibri exists in a totally different paradigm from the myopic, technology-obsessed phone brands that exist today. It spoofs different scenarios of an everyday future world. One execution shows a beauty parade where everyone looks the same, and another features a wedding shot where, again, everyone has the same face.

The overall strapline is: "That's so tomorrow", intended to be a twist on the phrase "That's so last year."

Chad Ellis, the vice-president of marketing at Xelibri, said: "Few brands have the chance to create a new category in people's minds, and we knew our communication had to be as provocative as our phones."